What does technical SEO actually look like when you’re dealing with millions of URLs, multiple languages, and a whole engineering team?
Samantha Torres, Senior Manager of Technical SEO at Pipedrive, better known as the SEO Mermaid, joins the show to share what she’s learned from more than a decade in SEO, both agency-side and in-house. She’s worked on some seriously complex migrations, including a 64-million-URL, 200-language migration for a Fortune 50 company.
We get into the practical side of technical SEO: how to write tickets engineers will actually prioritize, what needs to happen before a major domain migration, and where SEO workflows start to fall apart as your data grows beyond what a spreadsheet can handle.
Sam also shares her take on the next wave of search, from AI visibility and LLM citations to GEO and AEO. We talk about why measuring AI visibility isn’t as straightforward as traditional search analytics, how to think about digital PR and brand mentions, and where platforms like G2, Reddit, and YouTube fit into the picture.
If you’re working in enterprise SEO, navigating the shift toward AI-powered search, or simply trying to build SEO processes that can scale, this episode is full of practical ideas, frameworks, and lessons you can take back to your team.
Takeaways:
- Writing clear, empathetic tickets is one of the most underrated technical SEO skills.
- In-house SEO can be slower but offers full ownership across every initiative.
- AI visibility should be measured directionally, not with precise click-based numbers.
- A misspelled prompt can shift an AI answer twenty to forty percent.
- Google Sheets breaking down signals it's time to move to BigQuery or similar tools.
- Prioritizing off-site signals like G2 or Reddit depends entirely on your audience.
- Testing AI search strategies now matters more than having a perfect playbook.